Using Microscopic Beauty to Fight Cancer
Ever thought a closeup of a cancerous cell could become the design for a luxury fashion item?
One day, Dr. Zofia Wosinska, a dye chemist who studies cancer, was using microscopic dyes to diagnose cancerous cells. She discovered that these beautiful formations and colors could be transformed into unique fashion designs for high-end luxury items. Zofia teamed up with her husband, Jeremy Picker, who works as a creative director at a fashion company to bring these styles to life. Now they use her unique designs to generate awareness for cancer research through fashion items, such as ties, scarves, and pocket squares. From this simple yet powerful idea, the company Éstaine was born.
A few months into the project, the company’s mission became even more close to Zofia and Jeremy’s hearts, as Jeremy was diagnosed with stage 3 Lymphoma. With Jeremy’s cancer and Zofia’s interest in studying cancerous cells, the duo is trying to raise awareness, show the beauty in even the dark places of life, and offer hope for the people diagnosed with this devastating disease.
To generate even more awareness for the Éstaine project and cancer research the couple created a Kickstarter campaign to sell their high-end fashion items. A portion of the Éstaine sales generated through the Kickstarter campaign and the main website, www.estaine.com, go to some of their sponsors: The Leukemia and Lymphoma Society and Breastcancer.org.
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3 Reasons Johnsonville’s “Guerrilla Sampling” Idea is Awesome
If your product or service is something that has to be tasted or tried in order for your customers to fully appreciate it, samples are probably already an important part of your marketing strategy. We’ve all seen the glorified lunch lady handing out samples at a grocery store, Costco, or sometimes even at a fair or farmers market if the brand is really adventurous. Recently however, Johnsonville (the company that makes breakfast sausages), took sampling to another level by creating a “guerrilla sampling” campaign. For three days each week, brand ambassadors distributed samples of Johnsonville products to commuters on Atlanta’s MARTA rail system.
Here are three reasons this is a great idea:
It allows you to be in the right place, at the right time
People who take the train in the morning are probably on their way to work. Most of us are in a rush on our morning commute, and maybe didn’t even have time to find something to eat for breakfast. So there you are: feeling the pressure of the 9-5 grind, feeling like you never have time to eat a decent breakfast anymore, and then BAM! You’re served a hot and tasty sausage sandwich. It’s much more likely that someone will be eager to try a sample in this case instead of if they were wandering through the aisles in the grocery store.
It’s highly shareable
People love to whip out their smartphones and take videos or pictures of anything even remotely out of the ordinary. Johnsonville not only earned the impressions of those people who got a taste of their product on the rail system, they also surely got some great exposure through snapchats, Instagram posts, Facebook statuses, and tweets of people telling their friends: “You’ll never guess what happened on my way to work!” Also, don’t forget about the exposure from good old fashioned word of mouth.
It creates lasting impressions
People don’t expect to smell freshly cooked breakfast sausage in the train station on their ride to work. It’s tapping into the cardinal rule of creative guerrilla marketing: things that are foreign or unexpected are extremely memorable.
There’s also an almost pavlovian effect here: There’s nothing that would make me want to buy Johnsonville’s products more than looking forward to my sample every day for almost a week, and then having to deal with its sudden disappearance.
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TD Bank Goes Big on Another Experiential Marketing Campaign
TD Bank has been one of the most successful companies in the banking industry using experiential marketing to create a loyal following of their brand. TD has given out umbrellas and pizzas to customers, and even created a custom ATM machine that gave customers personalized thank you gifts for making their transaction with TD Bank.
TD Bank took another big step with their new experiential marketing campaign, #MakeTodayMatter. TD Bank introduced the campaign on their social media outlets and asked customers what miracle they could create in their community if they were given $30,000 and 24 hours to make the project a reality. The bank sorted through thousands of submissions and narrowed them all down to select 24 customers in 24 different cities. The 24 customers who were selected had 24 hours and $30,000 to make miracles happen in their community.
TD Bank highlighted all of the work in the communities in a YouTube video, showcasing the touching stories of how $30,000 completely changed the lives of those affected by the #MakeTodayMatter campaign.
The results of the campaign were astounding. The selected participants improved the lives of those in their communities: helping with building handicap accessible ramps for neighbors, crafting an extravagant gala for girls in a Philadelphia foster home, and funding the equipment for a local football team.
TD Bank touched lives with this campaign, and while doing so the company was able to create a more loyal fan base. The YouTube video has garnered over 5 million views and the company’s Facebook page has had over 5,000 new likes since the campaign was introduced.
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St. Bernard Puppies Save the Day at SXSW 2015
Event goers at SXSW in Austin, Texas were surprised this past weekend when adorable St. Bernard puppies stole the show and delivered Mophie smartphone chargers to attendees who were low on battery. The puppies, sponsored by The National Saint Bernard Rescue Foundation, delivered the Mophie chargers in a mini barrel (see picture above) to the exact location where the attendees tweeted at Mophie saying they needed an extra charge.
The puppy-phone charger stunt was inspired by 18th century monks in the Swiss Alps that would use St. Bernards as rescue dogs. Mophie put a fun twist on their use of the rescue puppies and created a playful buzz at the mega tech conference by surprising the attendees who needed a little extra charge to get by for the rest of the day.
The activation left such an impression on event attendees that several people left the conference that night saying “Oh my God, did you see the puppies?!” It’s not surprising that the stunt created such a buzz, as the puppies made over 600 “rescues” during the weekend.
To find out more about the Mophie Rescue campaign, as well as the Saint Bernard Rescue Foundation, please visit http://www.mophie.com/staypowerful.
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Event Marketing Strategy – Pink Fiat Floats Through Amsterdam
With the increasing exposure and popularity of the LGBT rights movement, many brands have realized the potential opportunity to connect with a loyal fan base, while showing support and acceptance for the gay community.
One such brand is Fiat, who’s 500 model has been awarded “Gay Car of the Year” in 2008 and 2010.
Though these awards are impressive, Fiat started feeling like they may be losing touch with the LGBT community, and needed a more outrageous type of event marketing strategy. The company was very aware that the Fiat is popular among the gay community and they used that knowledge to their advantage.
To accomplish this, they drove a bright pink Fiat 500 right through the gay pride parade in Amsterdam. This creative activation by Fiat made waves… literally. Did we mention it was a floating parade that it took place in a canal? Fiat’s pink version of its car, branded with a bold #WeLovePink hashtag dashed through the canals drawing attention and excitement along with it.
This is the Fiat 500, popular in the Netherlands, and even more popular in the gay scene!
But that’s been for awhile… Gay Car of the year 2008 and 2010
Time to revive our mutual love in front of 300,000 spectators at the annual gay pride canal parade
What… What … Canal parade? But that’s on water…
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Advertising Inspiration is Key for Agencies
This ad from Wieden + Kennedy for Powerade is about life and basketball, and it’s a great example of how to use inspiration in advertising. Though there are many ways to get your message across, using advertising inspiration in the form of emotion is one of the best. Emotion draws the viewer in, and connects with them on a deeper level.
This ad grabs you as soon as the talking starts, and it hits you that you’re listening to the voice of the late Tupac Shakur. As you listen to him read a deeply inspiring poem written long before his death, you’re hit right in the gut with a strong stab of emotion. The poem speaks to something that lives within all of us – the desire for greatness. This dynamic use of emotion is a perfect example of advertising inspiration.
“We wouldn’t ask why a rose that grew from the concrete for having damaged petals, in turn, we would all celebrate its tenacity, we would all love its will to reach the sun, well, we are the roses, this is the concrete and these are my damaged petals, don’t ask me why, ask me how”
― Tupac Shakur, The Rose That Grew from Concrete
The video tells us the story of Derrick Rose, a professional basketball player from Chicago who made it, in spite of his rough childhood and the numerous obstacles he faced to get to the NBA. The line: “we’re all just a kid from somewhere” speaks to the fact that everyone that anyone can do anything they put their mind to, as long as they are willing to put in the effort. It also shows that every professional starts as just a kid with a big dream.
Agency: Wieden + Kennedy
Production Company: Smuggler
Director: Jaron Albertin
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